首先感谢我的搭档Cloud为大家带来的精彩演说，正如他提到的亚马逊书店的成功离不开它的成功的营销，那它是又如何进行营销的呢？在亚马逊书店的账目表中每1美元中就要拿出24美分投入到营销活动中，而我们经常去的现实中的传统零售商店则仅花4美分。据统计亚马逊2006年的净销售收入超过107亿美元，也就是说他们要从中拿出25亿美元来用来进行营销活动。 那也许大家就要问了，究竟这么多钱都花在什么地方了呢？下面就请大家和我一起走进亚马逊的营销世界。

Amazon的营销活动主要包括产品，价格，促销三个方面。

首先是产品，对顾客来说最重要的就是当我们走进一家商店的时候，我们需要知道这个商店都卖了些什么。亚马逊书店则让我们以最快最简单的方式了解这些。亚马逊书店根据所售商品的种类不同，分为三大类： BOOK,MUSIM, VIDEO，每一类都设置了非常便于查询当然也非常漂亮的页面，同时，在各个分类的页面中你也很容易看到其他几个页面的内容和消息.l例如,当你正挑着你所喜欢的书时，突然想到你的女朋友让你帮她买盘LINK PARK的CD，你只需要点击一下鼠标，CD的页面就会出现在你的眼前。并且它将书店中不同种类的书进行分类，比如划分为文学类，经济类，教育类等等，让每个顾客都能迅速找到自己所需要的书籍。有这正如亚马逊书店所提出的口号一样：”只要是已出版的书，我们这儿就有！”我认为正是亚马逊书店的这种决心和人性化的设计理念造就了它的成功。


看中了所喜欢的商品，下一步当然是考虑费用问题，这个仍然交给亚马逊书店替你解决。亚马逊书店对大多数商品都给予了相当大的回扣，例如，在音乐类商品中，书店承诺：“You’ll enjoy everyday savings of up to 40% on CDs, including up to 30% off Amazon.com’s 100 best-sellong CDs。喜欢音乐的朋友应该知道要想花40%的折扣在音像店里买一盘正版的而且是最畅销的CD是一件无法想像的事情，但是亚马逊书店做到了！价格往往是商家竞争中最激烈的环节，但毫无疑问，亚马逊书店在这场竞争中获得了胜利。

几乎每个商店都会希望顾客可以买更多的商品，亚马逊书店通过以下四个环节来帮助其促销.分别是制造购物氛围，广告推广,加强与著名网站的合作,加强与顾客的沟通.

首先,是挑选书的过程。手里捧着书，看着精美的封面，读着简介往往是购书的一大乐趣。在亚马逊书店的主页上，你可以看到很多精美的多媒体图片，内容简介和权威人士的书评，当你看到这些的时候难道不会产生购买的欲望吗？亚马逊书店绝对可以称为制造购物气氛的高手！

并且书店的广告可以说是铺天盖地，让你无法不对它关注。从它自己的主页，到它的合作网站，甚至是报纸，电视，广播，传单，杂志等其它的媒介，你随时随地都可以了解到它最新最快的消息，比如现在有一个打折促销的活动，而里面正好有你喜欢的书，这时就你可以马上打开你的电脑点几下鼠标，买到你期盼已久的图书了。

而且亚马逊书店同样在竞争中寻找合作。这使你不仅在亚马逊的网站上可以购买到它的商品，在Yahoo!， Excite，等著名的门户网站上你也可以购买到亚马逊的商品，“只要你成为亚马逊书店的合作伙伴，那么由贵网点售出的书，不管数量，亚马逊书店将支付给你15%的介绍费。”这就是亚马逊书店之所以可以立足于这些门户网站的真正原因。

最重要的是,亚马逊书店重视与顾客之间的联系。不只是因为任何顾客都可以在亚马逊书店找到你所喜爱的书,而且亚马逊书店为每个顾客都量身定做了可爱的购物小礼品，让顾客在花钱买书的同时也很开心。这也正是我的好搭档CLOUD给大家留下问题的答案—亚马逊书店的新LOGO的含义，明显可以看出，在字母A和Z下面有个箭头，从A到Z,代表所有顾客,而这个弯曲的箭头,代表了永远微笑.
意味着,让所有顾客可以微笑.

这就是有关Amazon营销行为的部分,而使Amazon成功的另一重要因素”服务”,我的搭档Hiew将会重点描述这个话题.




(营销活动最好翻译成marketing activities,尽量翻译的越简单越好)

First of all thank my partner for bringing Cloud wonderful speech, as he referred to the success of Amazon Bookstore, it is inseparable from the success of the marketing, and how it is that marketing? Amazon Bookstore, in the accounts of each dollar in the table in the show will be 24 cents into the marketing activities, and we often go to in the reality of traditional retail stores is only spend 4 cents a share. According to statistics of the Amazon in 2006 net sales of more than 10.7 billion US dollars, that is to say they should allocate 2.5 billion US dollars to used for marketing activity. Perhaps we should ask that, so much money is spent on what? Below please everyone and I walked together toward the Amazon's marketing world.

Amazon's marketing activities including product, price, promotion three aspects.

First is the product to customers, the most important thing is when we entered a store, we need to know the shops are selling what. Amazon Bookstore has enabled us to the fastest and easiest way to understand these. Amazon Bookstore, according to the types of goods sold by the different divided into three categories: BOOK, MUSIM, VIDEO, each category are provided for the purposes of the course is very beautiful pages, while pages in all Categories You can also easily see the contents of several other pages and news. l For example, when you are Taozhe you like the book, you suddenly think of your girlfriend to help her LINK PARK buying the CD, you only need to click the mouse, CD pages will appear in your eyes. And that it will Bookstore in different types of book classification, for example, is divided into literature, economics, education and so on, so that each customer can quickly find the books they need. Amazon Bookstore, as there is the slogan raised by the same: "As long as the book is published, we are here!" I think this is Amazon Bookstore, determination and humanity of the design concept created it successful.


Look like commodities, the next step of course, is to consider the question of costs, Amazon Bookstore, this is still for you to solve. Amazon Bookstore for the majority of goods have given quite a rebate, for example, in the music category, the bookstores promise: "You'll enjoy everyday savings of up to 40 percent on CDs, including up to 30 percent off Amazon . com's 100 best-sellong CDs. like music friends should know that in order to spend 40% discount in the audio-video store to buy a genuine and is the best-selling CD is an unimaginable things, but on the Amazon Shop done! price competition in the business is often the most intense areas, but there is no doubt that Amazon Bookstore in this competition achieved victory.

Almost every store will want customers can buy more goods, Amazon Bookstore, the adoption of the following four areas to help its marketing. Manufacturers are shopping atmosphere, and advertising, with the well-known websites cooperation with the customer communication.

First, the selection of the process. Carrying on the hands, watching the beautiful cover, Douzhao to buy the Profile is often a great pleasure. Amazon Bookstore on the home page, you can see many beautiful multimedia images, and brief review of the authority, when you see that these will not have time to buy Is the desire? Amazon Bookstore absolutely can be called to create an atmosphere of expert!

Bookstore and advertising can be said to be overwhelming, so you can not concerned about it. From its own home page, to its partner sites, and even newspapers, television, radio, flyers, magazines and other media, anytime, anywhere you can understand it as the fastest news, for example, there is now a discount promotions activities, and there is a book you like, then you can immediately open on your computer a few mouse clicks, you buy the books have been expecting for a long time.

Amazon Bookstore, but also in the competition to find the same cooperation. This allows you not only in the Amazon Web site can buy its products, Yahoo!, Excite, and other well-known Internet portals, you can also buy goods to the Amazon, "as long as you become Amazon Bookstore cooperation partner, and then sold from your book outlets, regardless of the number of the Amazon Bookstore will be paid to you 15% of the fee. "That is the reason Amazon Bookstore These can be based on the real reason for the portal .

The most important thing is, Amazon Bookstore attention and the link between the customer. Not only because any customers can be found in the Amazon Bookstore your favorite book, and Amazon Bookstore, are tailored for each customer to a lovely small gift, the money to buy books for customers at the same time also very happy. This is also my good partner CLOUD for everyone to leave the answer to the question - the new LOGO Amazon Bookstore, the meaning can be seen clearly in the letters A and Z Below there is a arrow from A to Z, representing all customers, and the curved arrow represents always smiling.
Mean that all customers can smile.

This is the part of the Amazon marketing behavior due to the success of Amazon another important factor "services", I will focus on partner Hiew description of this topic.

怎么样?